| Philosophy | Gillette has today launched a powerful new campaign that champions the true spirit of young men in football. Directed by Great Guns’ DZ [formerly Daisy Zhou], the film features Premier League footballer Raheem Sterling and showcases a number of cinematic vignettes that explore the evolving relationship between masculinity and sport. Creatively devised by Saatchi & Saatchi, the spot begins with Sterling shaving in front of the mirror. Addressing viewers, he says ‘if someone asks you what you're made of, don't just tell them – show them.’ The film then cuts between different scenes, showcasing the ways in football plays a role in the lives of young men. Through a voiceover, Sterling tells the audience that you don’t have to raise your fists to beat your enemies – challenging the role toxic masculinity plays in sport – as we see a younger player that has just been fouled break up a fight on the pitch amongst other players. The voiceover then encourages players to never stop believing and do more than is expected, as we see a group huddle and one player reaching out to another after a match. The film then returns to Sterling, who comes across a bunch of young kids having a kickabout as he notes that ‘where you come from is as important as where you end up’, we see him joining in. We then cut to a football match as Sterling adds ‘whatever differences, whatever rivalry, stand shoulder to shoulder against all forms of prejudice, giving it no place to grow’ – particularly prevalent as Sterling himself has been the subject of racist abuse and frequently addresses the issue of prejudice in sport. The film finishes with an image of Sterling hand in hand with a young mascot before walking out onto the pitch, telling viewers ‘when you show the best of yourself, you don’t just play the game, you change it.’ |